August 16, 2010
Parallelism
When you have more than one thing grouped together, keep them parallel. A simple example: in a list of actions, use the same verb tense for each. In a more complicated work such as a movie or novel, parallelism helps the audience know how diverse characters and timelines relate to each other. In the visual arts, parallel elements have the same weight or color. Parallelsim is a unifying concept that tells the audience what elements are congruent.
Metaphors
Using one thing to represent something else is metaphor. Sometimes a metaphor helps your audience understand a concept better, or see it in a new way. Once you have found a metaphor for your message, take the opportunity to explore it fully. Go beyond clichés for real creativity. Don't mix metaphors!
Cliché: He weathered the storm of scrutiny.
Mixed: She kept her nose to the grindstone until all the pieces fit together.
Creative: As thoughts ricocheted between neurons, his eyes lit up with the 1000 point bonus idea.
An example from the master:
"I think our country sinks beneath the yoke;
It weeps, it bleeds, and each new day a gash
Is added to her wounds."
—Macduff to Malcolm, in Macbeth
Cliché: He weathered the storm of scrutiny.
Mixed: She kept her nose to the grindstone until all the pieces fit together.
Creative: As thoughts ricocheted between neurons, his eyes lit up with the 1000 point bonus idea.
An example from the master:
"I think our country sinks beneath the yoke;
It weeps, it bleeds, and each new day a gash
Is added to her wounds."
—Macduff to Malcolm, in Macbeth
August 13, 2010
Mythology and Folk Lore
A rich source of symbolism and imagery is found in mythology and folk lore. To find out why these stories resonate so strongly across cultures and ages, read Joseph Campbell's The Power of Myth and The Hero with a Thousand Faces. Studying mythology can put you in touch with a dreamlike world at the deepest level of human consciousness. Many great works of art were inspired by myth.
June 18, 2010
HOW Design Conference Miscellaneous Bits
Kevin Carroll: Encourage creativity by giving clients or colleagues an environment where they feel safe to play. Give them permission.
Marcia Hoeck, Maria Giudice, Brian Dougherty (panel):
Marcia Hoeck, Maria Giudice, Brian Dougherty (panel):
- Define your business, give it direction, use a metaphor.
- If you have to say no to a job, be positive, refer to someone better suited.
- Don't take a partner.
- Consider carefully before hiring. Hire talent that is better than you.
- Allow your team to be real people to your clients. Introduce them and allow them to build relationships.
- Know when to let go of tasks. You can stay current in a discipline without practicing it every day.
June 15, 2010
How to Have an Interesting Business
From the HOW Design Conference session by Tony Mikes:
The age of cold-calling is over. Outward directed sales have become inward directed. You must position yourself to be the business your customer looks for at the moment he/she needs your product or service. That means you must be interesting. Unique, engaging, memorable, experiential, responsive, interactive.
1. Look for the truth of your business. Discover what makes you unique. Your brand is who you are—it's a promise.
2. Be as unique as you can be. Identify your core competency or specialty.
3. Be Small + Smart. Have a core team and become an expert at resourcing.
4. Write. Write. Write. Create content and publish. Become the expert in your niche.
5. Get your creative act in order. Learn how to sell your best ideas.
6. Do shameless self-promotion.
7. Pro bono is an opportunity.
8. Know how to conduct a first meeting with a prospect. The goal is to have a second meeting. Do your research ahead of the meeting and ask thoughtful questions. Don't talk about yourself or you'll sound like every other candidate. Have something you can hold back for the next meeting.
The age of cold-calling is over. Outward directed sales have become inward directed. You must position yourself to be the business your customer looks for at the moment he/she needs your product or service. That means you must be interesting. Unique, engaging, memorable, experiential, responsive, interactive.
1. Look for the truth of your business. Discover what makes you unique. Your brand is who you are—it's a promise.
2. Be as unique as you can be. Identify your core competency or specialty.
3. Be Small + Smart. Have a core team and become an expert at resourcing.
4. Write. Write. Write. Create content and publish. Become the expert in your niche.
5. Get your creative act in order. Learn how to sell your best ideas.
6. Do shameless self-promotion.
7. Pro bono is an opportunity.
8. Know how to conduct a first meeting with a prospect. The goal is to have a second meeting. Do your research ahead of the meeting and ask thoughtful questions. Don't talk about yourself or you'll sound like every other candidate. Have something you can hold back for the next meeting.
How to Be a Jedi Designer
From the HOW Design Conference session by John January & Tug McTighe:
Tenet 1: Choose to live as a Padawan learner. Find your Obi Wan. Be open to learning, listening, and questioning yourself.
Tenet 2: Choose to concept the Jedi way. Collaborate, especially with people who think differently from you.
Tenet 3: Concentrate on the here and now. Your best opportunities are on your desk. Don't waste them by wishing you were doing something else.
Tenet 4. Beware of the dark side. For us that is envy, pettiness, and insecurity. Overcome those pulls.
Tenet 5: Do or do not. There is no try. Embrace failure and learn something. Do the best you can, never half-assed. Forget what you can't control.
Tenet 6: Celebrate seriously. Victories are short-lived, so relish them.
Tenet 7: The (creative) Force is with you.
Tenet 1: Choose to live as a Padawan learner. Find your Obi Wan. Be open to learning, listening, and questioning yourself.
Tenet 2: Choose to concept the Jedi way. Collaborate, especially with people who think differently from you.
Tenet 3: Concentrate on the here and now. Your best opportunities are on your desk. Don't waste them by wishing you were doing something else.
Tenet 4. Beware of the dark side. For us that is envy, pettiness, and insecurity. Overcome those pulls.
Tenet 5: Do or do not. There is no try. Embrace failure and learn something. Do the best you can, never half-assed. Forget what you can't control.
Tenet 6: Celebrate seriously. Victories are short-lived, so relish them.
Tenet 7: The (creative) Force is with you.
June 13, 2010
How to Create 5 Alarm Concepts
From the HOW Design Conference session by Von Glitschka:
Load your chamber by continuously exposing yourself to new ideas. Read, travel, learn about anything that catches your interest, especially outside your field. Leave your comfort zone. Build an archive of knowledge that you can harvest.
When creating concepts, dig deep. Don't fall in love with your first idea. Have many ideas. With a loaded chamber you can fire at will.
Use your left and right brain. Good designers can move back and forth fluidly. Some exercises for getting the process going:
Design is becoming a commodity. To stay alive in this business you will have to be intelligent and creative. You will have to offer something more than production.
Load your chamber by continuously exposing yourself to new ideas. Read, travel, learn about anything that catches your interest, especially outside your field. Leave your comfort zone. Build an archive of knowledge that you can harvest.
When creating concepts, dig deep. Don't fall in love with your first idea. Have many ideas. With a loaded chamber you can fire at will.
Use your left and right brain. Good designers can move back and forth fluidly. Some exercises for getting the process going:
- word association
- mind mapping
- charting (Put 6 pertinent words across the top and 6 more words across the side. Fill in each square. Then roll a die 6 times to select the concepts you will work with.)
- Venn diagrams (where do the main concepts overlap?)
- before–during–after (identity where your audience is before, during, and after using you client's product or service)
- force yourself into another point of view
- concept equation (blank + blank = blank)
- slang
- shape association
- letterforms
- negative space
Design is becoming a commodity. To stay alive in this business you will have to be intelligent and creative. You will have to offer something more than production.
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